Modern media culture can be Best described as consumerism and image-based. Everywhere We go we are surrounded by images that perpetuate the logic of consumerism: the beliefs that it’s good for people to buy and buy things-the more the better. While people are accustomed to always seeing an advertisement, this does not guarantee that they understand it’s language.

Modern Media Culture is not just about technology, it’s about people. It’s how they discover, laugh, and learn; it’s how they stay in touch with friends and find new ones; it’s how they get entertained; it’s how they make decisions for what they want to do today and what they want to be tomorrow; and it’s how they decide what brands they welcome into their lives.

Marriage, festivals, guthis etc. are the cultural institutions. Media is cultural construct. It has existed for long time due to need of people. Pop culture, eating-out culture, beauty pageant culture, and wearing jeans are adapted from cultures. Culture is either inherited or derived. There is culture so there is media.

Culture has a huge impact on media communication ways and adoption. Media rapid development and the rise of new media are the result of the cultural needs of people.

Science and technology culture is a significant factor to promote media development. Media technology which enables communication has evolved with time because of the ever-accelerated updating of science and technology.

People have different behaviors, beliefs, attitudes, values, hierarchy and religions by cultural differences. I will focus on how different country culture and religious culture affect media next.

Consumerism was significant in the empire/colony relationship in that it sustained the continued prosperity of the British empire for a time. The consumerist lifestyle in the American colonies was fueled by increased manufacturing production in England (the mother country) and its export of British products to the colonies. The ready availability of imported quality products and the corresponding rising incomes among the colonists supported the consumerist culture in America.

Modern consumer culture arose after 1890, the outcome of a synergy of economic and cultural forces. In the history of goods, exchange, and consumption, it was qualitatively different from what had come before. An industrial revolution that had begun with the manufacture of cotton and woolen textiles had, by the end of the nineteenth century, transformed the production of most everyday goods. From convenience foods to clothing, appliances to automobiles, the enormous output of industrial production led businesses to coordinate methods of distribution and sales and to forge the infrastructure of our consumer culture.

Consumerism is good for the economy, in light of the fact that it makes more economic action. When somebody purchases a product, a business stays in business. That individuals need to purchase goods and administrations implies that the makers of those goods and administrations will have reliable work.

Media Cultures explores the trajectories, tensions and dynamics of mediated cultural worlds; it examines the audience as spectator, creator and commodity, the cultural economy and media industries, the mediated arts in culture and society, new modalities of cultural production and consumption, media in international development, the gendered and multicultural character of mediated life and critical approaches to care and health communication.

The media affects people in varied ways, some are positive and others are negative. Positive Aspects: The media shows us constructive information. It can boost self-esteem, heighten interest levels in a particular subject, or encourage them. It is a getaway to places unknown, foreign, and magical with knowledge of what goes on around us without being physically present in that place. Video games today are increasingly active- oriented, making kids get off their behind and engage in games that require physical movement. Negative Aspects: Kids are influenced easily by what they see on television or the Internet, mimicking such acts (if not as extreme, though on the lines of violence) on elders, or kids their age. Obesity is on the rise for kids who plant themselves in front of the television, not budging for hours on end. The media can influence one to do things that aren't moral, like getting into substance abuse.

Consumer culture can be broadly defined as a culture where social status, values, and activities are centered on the consumption of goods and services. In other words, in consumer culture, a large part of what you do, what you value and how you are defined revolves around your consumption of stuff.